Part A. Research Overview -- Introduction -- Theoretical Framework -- Research Setting -- Methodology -- Part B. Articles Contributing to this Doctoral Thesis -- Overview of Papers Included in Doctoral Thesis -- User-generated Brands: What Corporate Brands Can Learn from Brand Management in Virtual Worlds -- Perception of User-generated Brands: A New Power in the Minds of Consumers? -- The Value-enhancing Role of Social Networks Around Brands: The Concept of Social Brand Value -- The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook -- Contributions and Implications -- Limitations and Future Research
Summary
The emergence of social media as one of the driving forces of consumers online experiences today also challenges our current understanding on marketing and brand management. The effects of brands social media involvement are to this day uncertain. Severin Dennhardt shows that social media and user-generated brands do have a strong influence on brands. Four independent studies demonstrate that successful brands can be created in virtual worlds, user-generated content drives the creation of unique brands, social media strongly influences the social value perception of brands, and social media impacts consumers purchase decision process. Contents User-Generated Brands The Value-Enhancing Role of Social Networks Around Brands The Impact of User-Interactions in Social Media on Brand Awareness and Purchase Intention Target Groups Researchers and students in the fields of marketing and brand management Executives in this area
